9/15/2008 - NorthShore University HealthSystem (NorthShore), formerly Evanston Northwestern Healthcare (ENH), unveiled its new name and brand today, ushering in a new era for the three-hospital system.
“During the past dozen years, we have grown substantially from being Evanston Hospital to becoming an integrated healthcare delivery system that now constitutes a broad geographic reach across the greater North Shore,” said Mark Neaman, President and Chief Executive Officer, of NorthShore University HealthSystem. “We have built on our rich heritage so well and grown so rapidly, that frankly we have just outgrown our name.”
The core of the new name/brand is “NorthShore.” NorthShore not only signifies a geographic area—and a much broader terrain than “Evanston”—but also serves as a state of mind. Prestige, quality and a favorable destination are a few of the attributes people say come to mind with the name NorthShore.
Second, “HealthSystem” signifies the fact that NorthShore has all of the elements of an Integrated Delivery System including: hospitals, doctors, homecare, clinical research and the like—and all tied together—for the benefit of patients and families by advanced technology, the national award-winning Electronic Medical Record [EMR] system. No matter where you go in the NorthShore system—including your home—this advanced system of EMR is there with an accessible, comprehensive and readable personal health record.
“We also recognized the need to communicate a valuable differentiation and distinction and we choose to do so by capitalizing on our position as an academic health system and the name “University” has therefore become a part of our new brand equation,” said Neaman. “We further enhance this attribute with references to our new teaching affiliation with the University of Chicago Pritzker School of Medicine as appropriate.”
Finally, an icon was created to accompany the new name, to effectively communicate that NorthShore is a healthcare organization. It is a medical cross with its own distinctive “wave.”
For more information about the name change, view the video message by Mark Neaman, President and CEO, of NorthShore University HealthSystem.
View the new brand print, outdoor, radio and TV ads on our web site.